Marketing Of Brand Mascot In Jinjiang

A few days ago, at the BAGE fashion conference, 2011Q4/2012Q1 (BAGE), known as the "king of shoe shoes", unveiled the mysterious and lovely mascot - "board boy" for the first time.

Coincidentally, in the cloth shoes market, the brand of Jinjiang Yuantong Shoes Co., Ltd. has launched several new and lively "cloth cups" and "cloth entanglements" chat expressions, which have been popular in the major campus and fashion forums. The spread of cloth cups and cloth entanglements is intertwined with the foot shoe culture.

The industry believes that the brand mascot should not only undertake the basic mission of increasing the recognition of information for the brand. The culture surrounding the brand mascot needs to accumulate in the brand promotion so as to link the brand mascot and the corporate image together.

Extend brand mascot to products

If you are tired of tusky's unique expression, you can also see visual fatigue in the pleasing and pleasing nature of the monkeys. Now, the popular expression of "cloth cups and cloth entanglements" in the popular network may make you rejoice in chatting. A few days ago, several groups of novelty and lively chatting expressions of "cloth cups and cloth entanglements" were popular in various campus and fashion forums, which caused fashionable netizens to rush to download at the first time and set off a new trend of cultural fashion. This is a marketing whirlwind of network and brand culture.

It is understood that this popular trend of expression of concern, the end of 2010, Ashikagashita To, "cloth Cup", "cloth entanglements" cartoon works network concentration, Q friends original award winning expression. In the stage of expression solicitation and selection, it has attracted millions of netizens' attention, and now the works are coming out, attracting more and more netizens.

"We will not only promote this brand mascot on the Internet, but also make some toys and other peripheral products, so that the brand mascot will interact with consumers online. We are still doing the cartoon expression that belongs to our brand like QQ expression, so that young people love our mascot and love our brand. " Li Huawei, general manager of Jinjiang Yuantong shoe industry Co., Ltd., said his thoughts.

In fact, the first public appearance of the "mascot" mascot is just the first step to create a young, active and fashionable image of BAGE. The next step is to develop a dynamic mascot expression on the basis of "board". This expression will be used to display the youthful flavor of the BAGE (BAGE) brand in all directions. At present, BAGE (starlings) has developed a dozen interesting expressions.

It has been revealed that the next step of BAGE planning is to express the image and expression of the board in the product flexibly. BAGE (starling) tide play series, cowboy series, city series, campus series and leisure series will be stamped with the expression of the expression. In the near future, you will find that the original board shoes are also expressive when you walk on the street, and it will be very interesting to wear the BAGE (starling) facial expression shoes and use the dynamic expression of the panel to chat online. By increasing the brand logo to deepen brand image, this may be their real intention of opening facial expression marketing.

Promoting brand culture by mascot

Following the launch of the collection of "comic cups and cloth entanglements" comics, in the Renren net, Baidu post bar, Tianya and other major websites and forums, the expressions extended by the "cloth cups and cloth entanglements" comic books have won high hits. Nowadays, the number of clicks and downloads per week is over one million.

According to Li Huawei, his original idea is to add a bit of brand logo to the foot. As the Olympic mascot, we can see that every Olympic mascot can remember the Olympic Games. Why don't we create a mascot for consumers to remember faster?

"Although it takes a long time, we still try to do it. In my opinion, this is not only for brand promotion, but also for accumulation and matting of cultural promotion. " Li Huawei told reporters.

Of course, the promotion mode of "brand mascot + Internet communication" will be different from the "star endorsement + TV advertising" mode of the domestic shoes and clothing brand homogenization, or it will become a model of Jinjiang BRAND trying to express expression marketing.

CEO Ding Junxian, a starling (China) Co. Ltd., said that the new promotion mode is not just advertising, but also a systematic project. For the footwear market, apart from brand positioning and brand image, the culture accumulated by precipitation is very important. "We have been making this brand mascot, whether online or offline, to perfect its" character "and make it a young friend. We have always regarded this mode as a kind of culture promotion, and brand culture can only be thin and thick.

Expert eye

Guo Hanyao:

Build a brand mascot with plenty of culture

How should the brand mascot be molded to have the closest connection with the brand? How should the enterprise promote itself with the help of the brand mascot? In view of the above problems, the reporter recently interviewed Guo Hanyao, a real marketing management expert.

Jinjiang Economic Daily: we know that in all previous Olympic Games, animals and cartoon characters and mythical figures were used as promotional mascots for the Olympic Games, so that the Olympic mascot became a kind of Olympic Games mascot. brand image 。 In the shoe and clothing industry of China, various enterprises have launched the concept of brand mascot, which is to promote the brand promotion through online or offline promotion of all kinds of mascots, so that consumers can understand the brand culture behind them while recognizing mascots. Like the "mascot" mascot launched by the starlings, Ashikagashita To launched " Cloth cup "And" cloth entanglements "cartoon image and so on. What do you think of this phenomenon?

Guo Hanyao: in fact, creating a mascot as an enterprise image has something in common with the star's endorsement of the corporate image. It is through understanding the enterprises represented by mascots or stars that people have brand recognition. Compared with celebrity endorsements, many brands of mascots only represent the enterprises that create them. They will not let people take the wrong way of "making a mistake" like the many products that celebrities have endorsed, thereby enhancing brand loyalty and effectively promoting brand promotion. On the other hand, the negative news of stars will affect the corporate image of the endorsement, and the mascot of the brand can be given the positive emotion of any need, so that people can produce the image concept that the enterprise needs. But it is undeniable that the promotion of brand mascot needs a lot of cultural accumulation in the early stage. Only by making a lot of cultural foreshadowing can people recognize this brand mascot. Compared with celebrity endorsement, the promotion of brand mascot needs a long process. economic cost It will not be much less than celebrity endorsement.

Jinjiang Economic Daily: what advice do you have for this phenomenon? How can we promote the promotion of brand mascots in a better direction?

Guo Hanyao: for this phenomenon, we should also support the objective view rather than blindly pursue it. The mascot created by the enterprise must conform to its brand strategy and brand image. It must be the product of its original corporate culture. Only if the brand mascot is closely related to the corporate image can we successfully convince the consumers of this way of promotion. Secondly, the promotion of brand mascots must operate on the consumers' inherent impression of the brand rather than the brand new image of consumers. Therefore, before running the project, enterprises should do a lot of related cultural foreshadowing and lay a solid foundation for relevant culture. Finally, the promotion of brand mascots must be combined in many ways. Both online and offline should be paid enough attention to, so as to form integrated marketing in all aspects. While improving the culture contained in mascots, enterprises should interact with consumers, so that consumers can participate, rather than simply "close doors".